More than one-third (38%) of Australian consumers will remain loyal to the brands they buy from during Black Friday, continuing their support beyond cyber month, according to research from SAP Emarsys Customer Engagement.
The research underscores the significance of direct-to-consumer engagement, particularly during critical sales periods like Black Friday and the holiday season. Around one in five (21%) of those surveyed expressed greater loyalty to brands that tailor their marketing to individual preferences and deliver personalised experiences.
More than half (54%) of consumers feel most loyal to clothing and fashion brands, such as CUE, 38% maintain loyalty to health, beauty and skincare brands, such as Adore Beauty and 38% are loyal to consumer-packaged goods (CPG) brands like John Frieda.
Mobile apps are playing a crucial role in purchasing decisions, with 49% of consumers using apps for their Black Friday shopping. In addition, 67% of shoppers say they would be more likely to use an app if it offered rewards or incentives, while 44% would increase usage if they received personalised messages.
SAP Emarsys CEO, Joanna Milliken said, “The Black Friday period now encompasses multiple channels and industries, with a noticeable shift towards mobile app usage. To maintain customer loyalty, brands must reach their audience at the right moment and on the right platforms. Effective engagement during Black Friday will lay the groundwork for building long-term relationships.
“Consumers are open to sharing their data for experiences that matter to them. Brands can capitalise on this by implementing personalised, direct-to-consumer strategies that span the entire customer lifecycle — from the initial Black Friday purchase to ongoing tailored offers. By using loyalty programs, personalised recommendations, and targeted campaigns, brands can create enduring relationships that drive long-term growth.”